Ethnic Marketing

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Ethnic Marketing is a practical guide to marketing to ethnic communities in various countries and cultures. There is growing evidence that the cultural and ethnic diversity of many advanced and newly industrialising economies is increasing, and that ethnic minorities, are seeking to maintain their identity. A systematic exposition of how to develop an effective marketing strategy targeting ethnic groups within a country has been lacking until now. Ethnic Marketing recognises the importance that individual ethnic groups and their institutions can have for marketing, hence the focus is on the ethnic group and the challenges and opportunities that ethnic groups represent. Ethnic Marketing is a practical guide to marketing to ethnic communities in various countries and cultures. There is growing evidence that the cultural and ethnic diversity of many advanced and newly industrialising economies is increasing, and that ethnic minorities, are seeking to maintain their identity. A systematic exposition of how to develop an effective marketing strategy targeting ethnic groups within a country has been lacking until now. Ethnic Marketing recognises the importance that individual ethnic groups and their institutions can have for marketing, hence the focus is on the ethnic group and the challenges and opportunities that ethnic groups represent.A Russian living in New York can call a Verizon customer service rep and expect
to hear a Russian voice. ... For example, among Chinese, the number four is very
unlucky and its pronunciation in Chinese is almost identical to the word a#39;deatha#39;.

Title

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Ethnic Marketing

Author

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Guilherme D. Pires, P. John Stanton, Dr. John Stanton

Publisher

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Cengage Learning EMEA - 2005

ISBN-13

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